Consumer Thermostat – Crossover Vehicles are not iPads

In the “Consumer Thermostat” segment, I will gauge the heat index of various consumer trends, business decisions, and cultural phenomena for your reading enjoyment. What’s hot and what’s not? First victim: crossover vehicles

What were car companies thinking?! What insight drove the creation of the crossover vehicle?

I know, this may not be a fair comparison given the industry differences (competition, cost, variety of products) and brand loyalty (elasticity, compatibility), but for the sake of argument let’s take a look:

Unveiled in 2010, the iPad bridged the gap between the wildly successful iPhone (sedan) and industry-leading Macbook and iMac desktop computers (SUV/Trucks). Yes, Apple has the cultish following and revolutionary design to “create” the demand for a crossover product, but Apple capitalized on broad industry trends: increasing digitalization of all forms of media. The wave was quickly building, Apple just had to build the best surfboard to ride the break into the astronomical payday onshore. Netflix, Youtube, Hulu, ebooks, newpapers and magazines were all gearing toward online streaming. Insight and foresight, rather than hoping and wishing, lead to profitable innovations.

What could Acura (and all other crossover manufacturers) have done differently? Poll consumers of all demographics, test their reactions, perform a little cost-benefit analysis, and don’t force something unless it’s there.

The ZDX model gives no added benefit to the consumer other than exclusivity (read: scarcity) due to low sales volume. If you, like me, want to be the only one on the block with “fill-in-the-blank” consumer product, then the ZDX is for you. Otherwise, you’re wasting your money.

Built on the MDX frame, the dimensions are nearly the same, but the ZDX holds two fewer passengers, and costs nearly $7,500 more than the MDX. Sorry Acura, the research leading to this business decision was not very Acura-te.

From an aesthetic point-of-view, I don’t need to say much about this bulky, hatchback sedan too tall for the AARP crowd, too aggressive for the Sweet 16 princess, and not sexy enough for anyone shelling out $50k for a carUV. Again, the “contrarian” personality wins again as he/she finds in the ZDX a vehicle that no one else he/she knows, or will ever meet, is driving. Feast your eyes…

I may have found the intended customer Acura had in mind: a 25-year-old male who plays golf on the weekends (hatchback loading/unloading), wears a suit to work (“grown-up” look of sedan, with SUV feel), and somehow has $50k to spend on his first “car” out of college. Not a large target demographic.